Impact of the Internet on Consumer Information Search Behavior in the United States

Abstract

This study examines the impact of Internet search capabilities on consumer pre-purchase decision-making. Studying changes in U.S. consumer attitudes between 2000 and 2005, it finds that online information search is increasing among those who engage in pre-purchase information seeking for major financial commitments, that those who engage in online search perceive it to enhance their shopping/decision-making capabilities, that they rely less on traditional mass media information sources and that, despite the increased information sources available online, most consumers are not confused by their information options. Conclusions suggest strategies for both marketers and media firms.